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Mundial Media’s Gerry Ramirez: “The Open Web Offers Greater Customization Tailored to Campaign Objectives, Audience Segments, and Contextual Relevance.”

Gerry Ramirez has been at Mundial Media for five months since he was appointed Chief Growth Officer in December 2023. Portada asked about his experience at his new company and overall take on the multicultural advertising (technology) ecosystem.

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According to Gerry Ramirez, Mundial Media invested in the role of Chief Growth Officer to tap into a unique blend of experience and perspective that he brings to the table. “As someone from a diverse ethnic background, I deeply understand the challenges our communities face in the workplace, particularly in seeking genuine acceptance and representation. This insight is invaluable in shaping inclusive strategies that resonate with diverse audiences and foster an environment where everyone feels valued and understood. Mundial Media recognizes this need within the leadership team to pave our way to success.”

Gerry Ramirez: Extensive Experience in Media Planning

Gerry Ramirez
Gerry Ramirez, Chief Growth Officer, Mundial Media

“My extensive experience in media planning and execution, spanning over 10+ years, equips me with the strategic skills needed to navigate the ever-evolving landscape of media dynamics,” Ramirez asserts. “I bring a wealth of knowledge and a proven track record in driving successful campaigns that yield tangible results across various platforms, audiences, and verticals.”
Additionally, Ramirez notes that he has spent 10+ years in the multicultural space, offering Mundial Media’s client base a nuanced understanding of the intricacies of effectively reaching and engaging with diverse audiences. He asserts that he has also “played a pivotal role in shaping early-stage organizations (both on the publisher and agency side) by building initial infrastructure and processes geared towards sustainable growth. This experience underscores my ability to action long-term strategies, streamline operations, and implement scalable solutions that lay the groundwork for enduring success.”

Technological Innovations

Ramirez emphasized that  Mundial Media is at the forefront of technological innovation. “While the industry has made significant strides in revolutionizing how brands engage with diverse audiences and prioritize their needs, there remains a notable gap in advancing technology tailored explicitly for the multicultural space. At Mundial Media, we’re bridging this divide by developing purpose-built technology for diverse audiences rather than simply adapting to fit their needs.”

“At Mundial Media, we’re bridging this divide by developing purpose-built technology for diverse audiences rather than simply adapting to fit their needs.”

Contextual AI Tailored to Diverse Audiences

Ramirez says he was drawn to Mundial Media’s commitment to pioneering contextual AI tailored to diverse audiences. “Our forward-thinking approach exemplifies our decision 18 months ago to future-proof our current offerings against the impending shift to a cookieless world. This proactive stance ensures that we are ahead of the curve and well-positioned to lead our brand and agency partners into the future landscape of digital engagement.” Asked about where he sees the main competitive advantage of Mundial Media, he answers that “Mundial Media is ahead of the digital transformation game, equipped with proprietary technology that is continuously evolving to address heightened privacy concerns.” For example, he cites Mundial Media’s contextual engine Cadmus AI, “a game-changer that empowers brands to engage with diverse audiences with culturally relevant content effectively. By pre-selecting specific articles’ emotional and thematic contextual sentiments, we enable brands to resonate authentically without relying on cookies or personally identifiable information (PII) data.”

Ramirez stresses that “it all comes down to relevance. It is disappointing to see brands invest significantly in amazing creative messaging and strategies only to find these ads against unfit (and oftentimes unsafe) content. By leveraging contextual technology, advertisers can ensure their messages resonate with the audience’s immediate needs. Immediate is key. At Mundial Media, we offer brands the ability to hyper-target niche pockets of inventory and reach users at the moment of intent, rather than relying on 3rd  or 1st party data that may be stale or aged, thereby offering a connection with a user that may no longer be receptive to your ad creative.”

“We offer brands the ability to hyper-target niche pockets of inventory and reach users at the moment of intent, rather than relying on 3rd or 1st party data that may be stale or aged.”

In addition to relevance, contextual advertising powers another layer of brand safety and suitability. “Our one-stop-shop solution ensures brands align with the right content, all while ensuring that the theme we’re targeting is being discussed positively. This helps safeguard brand reputation and ensures that ads appear in environments that drive engagement and positive brand perception.” Lastly, Ramirez notes that contextual targeting is a cost-effective strategy: “We offer our contextual targeting capabilities as added value, saving brands from spending their ad dollars against costly 3rd party data fees, maximizing the efficiency of their ad spend, and achieving better ROI.”

Direct Connection with Target Audiences

Mundial Media’s approach guarantees that brands connect directly with their target audiences, increasing the resonance of their creative endeavors: “Early studies of our hyper-contextual technology have already demonstrated a remarkable 43% increase in front-end metrics, showcasing its efficacy and potential impact.”  “At the end of the day, our proactive stance sets us apart. We introduced our proprietary technology 18 months ago, positioning our offering ahead of market dynamics rather than playing catch-up. This strategic advantage ensures we remain at the forefront of innovation, guiding our clients toward sustained success in an ever-evolving landscape.”

Gerry Ramirez’s Take on the Open Web

Walled gardens like Google, Meta, and Amazon share approximately 80% of U.S. ad market volume. That is why open web advertising can be essential for diversification and customization. Ramirez says: “While walled gardens undoubtedly influence the U.S. market, diversification is critical to a robust advertising strategy. Relying solely on these platforms means putting all eggs in one basket. The open web offers greater customization tailored to specific campaign objectives, audience segments, and contextual relevance.

“The open web offers greater customization tailored to specific campaign objectives, audience segments, and contextual relevance. Competition among open-web players has fueled innovation, resulting in a wealth of creative ad formats, targeting capabilities, and measurement solutions.”

Competition among web players fuels innovation, Ramirez says.”The open web offers various publishers and technologies, encouraging continuous improvement to optimize campaign performance,” Gerry Ramirez concludes.

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